St Andrews Links
A full website redesign and customer engagement experience whilst preserving a traditional, heritage brand.
Leicester City FC
Fan Engagement Concepts
A conceptual design for Leicester City Football Club to drive fan engagement before, during and after a football match. Since winning title in 2016 the Leicester City fan base has continued to surge both locally and globally. How do we engage with these global fans on a new level?
Overview
Understanding the global fan-base and producing personas to encapsulate these was a crucial first step to understand how we might engage fans. Empathy mapping allowed me to deep dive into the users attitudes and behaviours, so I could gain a deep understanding of the end users.
Empathising with the user
Carrying out external research gave me a better insight into the user groups and Leicester City's fan base. I reviewed articles, found international forums and fan groups online, to help piece together an accurate view of the extent of the fan base.
Building personas helped understand the users' needs, experiences, behaviours and goals.
I identified 3 key personas:
- 'The Local Fan' who represented a local fan base, attended most games, and most-likely owned a season ticket
- 'The International Fan' who represented the global fan base, watching most games on TV, and connecting with other international fans
- 'The Young Fan' who represented the younger generation of fans who want to be inspired by LCFC
"As an LCFC fan, I want a platform to engage with Leicester City FC on a more personal level so that I feel like a valued fan, wherever I am in the world."
Product design definition
Benchmarking and analysis in the 'datatainment' space kicked-off the concept discovery. I guided the team to immerse themselves within in and out-of-industry datatainment opportunities. Full immersion meant my team were focussed on producing innovative outcomes. With an experience-based roadmap established, I could focus on visuals to bring the concepts to life.
Defining the visuals
With a rapid turn-around of the conceptual piece, I harnessed the Carbon Design System as a design accelerator to create the visuals. I changed colour tokens to align to the LCFC branding.
I chose a dark UI to embrace their blue DNA and to enhance the experiential feel of the app concepts.
Outcome
A journey of engagement for all users
The concepts focus on driving fan engagement pre, during, and post match-day. Some of the concepts outlined in the below journeys are as follows:
- Pre-match: member academy and community events, social media engagement, match-day predictions and voting, loyalty rewards
- Match day: food & beverage pre-ordering and collection, 'slow-moment' voting
- Post-match: community chat rooms, match highlight reels, player stats & reviews
For the business
It increases:
App downloads - Advertising on social platforms increases downloads and targets a larger audience of ‘gen Z’ app users.
Fan connection and engagement - A space for fans to connect globally allows them to socialise with people and helps strengthen their connection with the club.
App usage - Fans will have more incentive to download the app and make their predictions on the game from any viewing place.
Incentivised spending - Incentivise spending through points collection, leaving to transactions & purchases.
Advert opportunities - Use engaging content to push adverts and merchandise exposure, increase revenue stream.
Learnings & Results
- Led a small team through rapid discovery and conceptual work
- Upskilled in Visual Design, reskinning the Carbon Design System to align with the LCFC brand guidelines
- Harmonising user and business needs
- Rapid concept creation, ideation and refinement
